TheBuzz
TheBuzz
Starr Seigle Communications Inc. beat out huge Japan-based incumbent agency, Dentsu, for the $2.6 million, 18-month destination marketing contract for the Marianas Visitors Authority. Starr Seigle
moves westwardStarr Seigle joins The Limtiaco Co. as the only other Hawaii-based agency of record for tiny islands dotting Oceania.
Starr Seigle's deal calls for the company to promote tourism to Saipan, Tinian and Rota, primarily to the Japan market, with a small amount of public relations work for North America. It is also to establish a signature sporting event in Saipan. David Koch, president of Starr Seigle Advertising, said the budget is primarily for marketing in Japan, "and we will be working with our partner there, Sankosha (Co. Ltd.). We essentially paired our knowledge of tourism with their knowledge of the Japan market."
Koch said the PR would be handled by Starr Seigle's New York office. "Don't we sound global?" he said, chuckling, but added, "actually, that's how it's going to work. Terry Cullinan has background in travel PR, and she's in New York because that's where the publications are."
At least one new hire may result from the contract, Koch said. Rota native and company intern Kimberly Mendiola, a marketing student at UH, is to graduate in December.
"We've seen enough outsiders unwittingly butcher our own culture for the sake of marketing here that we understand the pitfalls," Koch said.
Koch said the signature sports event will be "Tom Kiely's Team Unlimited Marianas XTERRA," comprising a rough-water swim, an off-road bicycle race and a cross-country race.
While more a public relations firm than ad agency, The Limtiaco Co. represents The Republic of Palau, and in Micronesia, the Island of Kosrae and the Islands of Yap. Company president Ruth Limtiaco, who lived in Micronesia for 14 years, has done work for the Republic of Palau for some eight years, and Yap and Kosrae for two years.
The national media her clients have received would have cost millions of dollars in straightforward advertising costs, she said. Coverage has included cover stories in Conde Nast Traveler magazine, and on television via National Geographic, The Travel Channel and A&E
Erika Engle is a reporter with the Star-Bulletin.
Call 529-4302, fax 529-4750 or write to Erika Engle,
Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210,
Honolulu, HI 96813. She can also be reached
at: eengle@starbulletin.com